Remember our Time Lapse Analysis?
There's plenty of bad news in the Time Lapse analysis. We can see that the top 60% of the file contracted about 5-13 months ago.
This is where I like to diagnose problems with my Comp Segment framework. I look at performance among 2x buyers (in the past year) and counts of new + reactivated buyers.
We quickly observe two issues ... a merchandise productivity issue starting about five months ago (correlating strongly with the Time Lapse Analysis), and a significant new + reactivated buyer issue.
In many projects it becomes necessary to combines aspects of the Total Package project and the Customer Development project. We need to understand and explain why the Time Lapse Analysis and the Master Sheet indicate negative trends.